"Microsoft search ads updates usually fly under the radar - such is life as a distant second to Google - but a late August announcement deserves attention: the launch of impression-based remarketing. Given Microsoft's scale, this won't be a game-changer. Symbolically, though, it marks a significant shift away from outdated click-based advertising toward a healthier measurement, analysis and budget allocation model."
"The allure of click-based marketing is that it's simple and easy to measure. An Instagram user sees an ad, clicks and converts. End of story, with 100% of the credit going to that ad in last-click measurement and a significant portion still going to it in more advanced models like time decay or data-driven attribution. It's easy to report those numbers to management and make a case for that channel's budget."
"But easy doesn't mean accurate. Click-based measurement ignores two critical questions: How much did upper-funnel channels (like CTV and OOH) influence the conversion? And would this user have converted without seeing the Instagram ad? Answering those questions requires more holistic measurement methods like MMM (media mix modeling) and lift/holdout tests to measure incrementality. These are more advanced - read: harder to measure - but they break the siloed limitations of Google and Meta reporting and promote a broader, more objective analysis of your entire advertising strategy."
Microsoft introduced impression-based remarketing, representing a move from click-focused tactics to impression-level measurement that supports healthier analytics and budget allocation. Click-based attribution is simple but often misattributes conversions and overlooks upper-funnel influence and potential nonincrementality. Holistic approaches such as MMM (media mix modeling), lift/holdout tests and MTA can measure incrementality and reduce platform-siloed reporting. Measurement requires iteration and experimentation with multiple approaches and combinations to approach a more accurate view. Shifting toward impression-based measurement enables more objective cross-channel performance assessment and better-informed budget decisions based on broader impact.
#impression-based-remarketing #click-vs-impression-attribution #media-mix-modeling-mmm #incrementality--lift-testing
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